Marketers might have different priorities from members of the public when it comes to admiring businesses and brands, but according to a new list of the companies most respected for their marketing, those brands that please their customers are also the ones that most impress marketers.
The brands most admired by marketers in the UK
1 John Lewis
5 Procter & Gamble
= 10 Tesco, Virgin Atlantic and Volkswagen
The top brands on the list, compiled by research company Grupo Consultores UK (GCUK) from interviews with more than 200 marketers, would not be out of place on a list of consumers’ favourite brands either. With retailer John Lewis, technology company Apple and Sir Richard Branson’s Virgin group taking the top three places, marketers clearly admire and perhaps envy brands who can generate enthusiasm from their customers.